Ch. 17 - Personal Selling and Sales Management

So what kind of communication does a $20 billion company with no advertising, niche market share, and expensive products have with its already and potential clients? Well, highly personal.


It is said that the smaller the target market and the more expensive the product, the more personal the relationship should be between provider and consumer. And while it is true that one could just go online, click on all the options he wants and order the car without any human interaction what so ever (as seen on the right), most of us are not that comfortable when it comes to buying a car. But should you ever walk into a Tesla store, beyond the art gallery like homage to automotive technology, you'd find a highly personal and tailored service to help prospective clients get what suits their needs and budgets.

Tesla Store

Since Tesla offers a wide variety of options, and make the cars to-order, the representatives in the store are there to walk you through the process, explain and demonstrate the variety of features, and even take you out on a quiet, clean test drive. While this is true for many other manufactures' dealerships offer such services, Tesla remains the only one of the bunch in the US that maintains a direct manufacturer-client channel of personal assistance throughout the purchase process and future service.